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Trending Bestseller
Exploring Omnichannel Retailing
Common Expectations and Diverse Realities
Hardback
05 January 2019
$335.00
Ships in 5–7 business days
Exploring Omnichannel Retailing
$335.00
Description
This book compiles the current state of knowledge on omnichannel retailing, a new concept in which all sales and interaction channels are considered together, and which aims to deliver a seamless customer experience regardless of the channel. It highlights case studies and examples related to each of the many barriers to an omnichannel approach, demonstrating not just success stories, but also failures.
While omnichannel has already been recognized as an emerging retail trend, the articles in this book fill an important gap in research on the topic. Providing readers with essential insights on the omnichannel strategy and its implementation, the book will also stimulate academic discussion on this emerging trend.
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The Customer Journey in Omnichannel Retail. An exploratory requirements analysis for a customer journey modelling and analysis tool
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